Dave Hyde and Chris Iliffe
For anyone who’s ever felt the agony of looking for the right gift, Try That{!} holds the key. Instead of the traditional gift of chocolates, how about a caving adventure instead? Why not shelve the generic gift certificate for a polo or photography class? Launched seven years ago by owners Dave Hyde and Chris Iliffe, Try That{!} offers customers a range of “Experiences” – classes, retreats, and other gifts that aim to become remarkable memory-makers.
Experience Experts
Try That{!}’s story is also the story of Co-Owner and native Welshman Dave Hyde. Educated at Staffordshire University Business School, he spent the next seven years at an international direct marketing firm in London while pursuing a career in the Royal Marines Reserve at the same time. Hyde moved to Canada in late 2003 with his wife and daughter (he now has two!) and went into partnership with Iliffe, a close colleague from the direct marketing company.
The two friends founded Try That{!} in November 2004 with 20 Experiences in Ontario. By late 2005, the company had quadrupled their available “Experiences” and begun expansion into BC and Alberta—soon followed by entry into the Quebec and Manitoba markets. In 2006, Try That{!} gained a new business partner: Merit Travel, Canada’s largest independent travel company. The business now works with approximately 150 companies across Canada, offering some 250-300 Experiences. Try That{!} also affiliates with a number of blue-chip clients, providing them with rewards, incentives and team building events. Hyde and Iliffe’s team was recently lauded for its work in experiential gift-giving with a nomination for a Bell Canada Business Award for Service Business Excellence.
Photo Courtesy of TryThat{!}
What inspired you to start your business?
Both my business partner and I had received Gift Experiences in the UK and are still talking about the experiences many years later. Plus, having been to Canada visiting family for many years (both of our wives are Canadian), we were aware that there are a great many fun things to do here. There seemed to be a large gap in the market for a company that could bring all these activities together under one roof.
Where did your business’s seed capital come from and how did you go about getting it?
Our start-up capital came entirely from myself and my business partner.
There’s nothing like the thrill of looking at a company that you’ve created.
Tell us about your services.
We offer Experiential Gifts, team building events, rewards/incentives, and we are a supplier to various loyalty programs.
What makes your products/services unique?
I’ll answer that question with a question, if I may: do you recall what you received as a Christmas gift five years ago? How about your birthday two years ago, or even last year? Well, you would if someone gave you an Experience! Quite simply, we make ordinary gifts a thing of the past.
Photo Courtesy of TryThat{!}
Since this is such a different concept, how did you brand your business and market it?
We engaged the services of a design agency and impressed upon them the importance of a professional look and feel to our branding. This was very important as our service was quite a new concept and we needed to gain the trust of our potential customers. Moreover, some of our Experiences can be a little dangerous (race car driving for instance), so we needed to reassure customers that we are a professional organization. The strength of our branding was essential to this.
How did you build your management team?
My wife Nancy is an experienced bookkeeper, so we employ her as our Financial Controller. We have also benefited immensely from our partnership with Merit Travel and in particular the CEO, Michael Merrithew. He has provided invaluable advice on how to grow a business, not to mention access to a whole team of professionals from such diverse areas as HR and travel management.
Have someone to bounce ideas off… Someone with some work/life experience who’s not afraid to tell you when they think you’re wrong!
How do you keep your staff motivated and engaged?
We send them off to try some of our Experiences. Not only does this motivate them, it is also perfect for expanding their product knowledge.
Photo Courtesy of TryThat{!}
Could you give a brief description of your biggest success so far?
Being nominated for a Bell Canada Business Award for Service Business Excellence.
Throughout late 2009 and 2010, we rolled out major upgrades to our website, including downloadable gift certificates and an online booking engine.
Do you have plans to expand to new markets/products?
Yes, we are currently expanding to offer international Experiences and weekend getaways.
What are your goals as an entrepreneur?
To be truly free from the day-to-day running of the business and be able to concentrate on taking the company into new markets.
Success is not feeling like you have to work 24/7. As an entrepreneur, it’s essential that you take time to spend time with family, follow a hobby, etc.
What is your exit strategy?
That is not really something we’re thinking about at the moment… we are having too much fun! However, like many companies, we will eventually start to look for a purchaser, if one doesn’t approach us sooner.
Do you have any other ventures you are working on?
No, Try That{!} is our sole focus.
Photo Courtesy of TryThat{!}
How do you define success?
Being able to get a good night’s sleep! Once you get the business to the point where you’re no longer worried about whether the phone is going to ring, then you can start to breathe a little easier. Beyond that, success is not feeling like you have to work 24/7. As an entrepreneur, it’s essential that you take time to spend time with family, follow a hobby, etc.
To what do you most attribute your success?
Having a great business partner, a supportive family and truly enjoying what I do.
Quite simply, we make ordinary gifts a thing of the past.
If you had the chance to start over again, what would you do differently?
I would watch our spending a lot more closely and be more judicious with our marketing dollars.
What three pieces of advice would you give to others who want to become entrepreneurs?
- Have someone to bounce ideas off. If you don’t have a business partner, at least turn to a family member or a friend. Someone with some work/life experience who’s not afraid to tell you when they think you’re wrong!
- Watch your spending. For instance, when you first start a business, you’ll get plenty of calls from people asking you to advertise with them. By all means experiment with different forms of marketing, but have a plan or at least an idea of the type of marketing that will work for you.
- Don’t give up. It may take a VERY long time to start to see some returns. Ignore all the overnight success stories.
It may take a VERY long time to start to see some returns. Ignore all the overnight success stories.
If you were to recommend a book or movie to a young entrepreneur, what would it be?
The Wizard of Ads by Roy H. Williams.
How has being an entrepreneur affected your life?
For the better. I feel I’m in control of my life and my time.
What is the best part of owning a business?
The confidence boost it can give you. There’s nothing like the thrill of looking at a company that you’ve created. It’s also nice when people come to you for advice and you get to give something back, maybe help out another entrepreneur.
Photo Courtesy of TryThat{!}
Memory Makers at Try That {!}
Dave Hyde and his partner Chris Iliffe have opted to elevate the concept of gift giving to more than just providing people with tangible things. Whether it is individual gifts, team building events, rewards or incentives, it’s the intangible experiences that provide their clients with a sense of adventure, fun and life long memories.
Much like Hyde’s own entrepreneur philosophy, their goal is to provide clients the satisfaction of fulfilling their dreams, doing something they only imagined and inspire clients with the thirst of wanting to do more in life.
